D2C e-commerce websites preference in the U.S. 2023, by region

Published by
Koen van Gelder,
Feb 19, 2024

Results from the Global Consumer Survey Special "E-Commerce", conducted in September 2023, reveal that U.S. digital shoppers' preference for local and small e-commerce websites is highest in the South. Nearly 20 percent of surveyed Southerners prefer to shop at D2C websites. In contrast, only 12 percent of consumers living in the West prefer to do so. 

Share of online purchasers who prefer to buy from local and small traders' own websites in the United States in 2023, by region

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Number of respondents

1,045 U.S. American consumers

Age group

18 years and older

Supplementary notes

Original question: 'Which of the following statements about social media, marketplaces and other eCommerce trends do you agree with? I prefer to go to local and small traders' own websites'.

Multiple answers were possible.

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